Cara Roberts
Cara Roberts
Brand & Digital · Visual Systems · AI Creative
Brand & Digital · Visual Systems · AI Creative
Brand & Digital · Visual Systems · AI Creative
Work
App Store Optimisation
Over my first two years at Jellyfish, I delivered App Store Optimisation for global brands - refining icons, screenshots, and in-app events. Working closely with international teams, I helped create clear, considered App Store experiences that improved visibility and engagement across markets.
Pret A Manger
Pret A Manger is a long-standing client. Over time, I stepped into the role of lead designer for App Store Optimisation, shaping how the brand expresses itself across globally. I worked with Pret’s playful, distinctive identity to create experiences that feel friendly, confident, and unmistakably Pret - while staying focused on clarity, craft, and performance.
18 months
It was a genuinely lovely collaboration, built on trust, openness, and a shared love of good design.
Pret A Manger
Pret A Manger is a long-standing client. Over time, I stepped into the role of lead designer for App Store Optimisation, shaping how the brand expresses itself across globally. I worked with Pret’s playful, distinctive identity to create experiences that feel friendly, confident, and unmistakably Pret - while staying focused on clarity, craft, and performance.
It was a genuinely lovely collaboration, built on trust, openness, and a shared love of good design.
Pret A Manger
Pret A Manger is a long-standing client. Over time, I stepped into the role of lead designer for App Store Optimisation, shaping how the brand expresses itself across globally. I worked with Pret’s playful, distinctive identity to create experiences that feel friendly, confident, and unmistakably Pret - while staying focused on clarity, craft, and performance.
18 months
It was a genuinely lovely collaboration, built on trust, openness, and a shared love of good design.
Boots
Boots is part of the Walgreens Boots Alliance family. I worked on optimising their App Store screenshots, shaping how the brand presents its apps across store environments. With a subtle brand refresh underway, the focus was on introducing a new dimension to the visual language, while preserving the familiarity and trust people already associate with Boots.
1 month
The designs helped extend the refreshed brand into the App Store, balancing modernisation with familiarity.
Boots
Boots is part of the Walgreens Boots Alliance family. I worked on optimising their App Store screenshots, shaping how the brand presents its apps across store environments. With a subtle brand refresh underway, the focus was on introducing a new dimension to the visual language, while preserving the familiarity and trust people already associate with Boots.
The designs helped extend the refreshed brand into the App Store, balancing modernisation with familiarity.
Boots
Boots is part of the Walgreens Boots Alliance family. I worked on optimising their App Store screenshots, shaping how the brand presents its apps across store environments. With a subtle brand refresh underway, the focus was on introducing a new dimension to the visual language, while preserving the familiarity and trust people already associate with Boots.
1 month
The designs helped extend the refreshed brand into the App Store, balancing modernisation with familiarity.
eBay
eBay was an early global client when I first started at Jellyfish. I worked on shaping their App Store presence across multiple international markets, focusing on clarity, consistency, and scale. The work involved adapting a complex, content-rich product into clear, approachable app experiences that translate across languages and cultures.
6 - 7 months
Working at scale sharpened my thinking around structure, consistency, and collaboration. It reinforced the value of simple systems and shared standards when designing for global audiences.
eBay
eBay was an early global client when I first started at Jellyfish. I worked on shaping their App Store presence across multiple international markets, focusing on clarity, consistency, and scale. The work involved adapting a complex, content-rich product into clear, approachable app experiences that translate across languages and cultures.
2 - 3 months
Working at scale sharpened my thinking around structure, consistency, and collaboration. It reinforced the value of simple systems and shared standards when designing for global audiences.
eBay
eBay was an early global client when I first started at Jellyfish. I worked on shaping their App Store presence across multiple international markets, focusing on clarity, consistency, and scale. The work involved adapting a complex, content-rich product into clear, approachable app experiences that translate across languages and cultures.
6 - 7 months
Working at scale sharpened my thinking around structure, consistency, and collaboration. It reinforced the value of simple systems and shared standards when designing for global audiences.
e.l.f. Cosmetics
I worked with e.l.f. Cosmetics on a series of App Store optimisations and Global App Campaign assets, helping evolve how the brand shows up across digital and paid media. The work focused on capturing e.l.f.’s bold energy while bringing greater structure and clarity to product storytelling.
18 months
The work explored how expressive branding can live within structured environments. Balancing personality with clarity, and impact with simplicity.
e.l.f. Cosmetics
I worked with e.l.f. Cosmetics on a series of App Store optimisations and Global App Campaign assets, helping evolve how the brand shows up across digital and paid media. The work focused on capturing e.l.f.’s bold energy while bringing greater structure and clarity to product storytelling.
18 months
The work explored how expressive branding can live within structured environments. Balancing personality with clarity, and impact with simplicity.
Work
Design
As my role evolved, I moved into broader digital design across web, mobile, e-commerce and campaign experiences for global brands including Adidas, Diesel, Spotify, Uber and Sandals. My work spans responsive interfaces, visual systems, product experiences and campaign creative - translating established brand identities into digital experiences that feel cohesive, expressive and purposeful.
"I care about small details and the bigger picture. The goal is always to make work that feels considered, expressive, and effortless to experience."
Work
Design
As my role evolved, I moved into broader digital design across web, mobile, e-commerce and campaign experiences for global brands including Adidas, Diesel, Spotify, Uber and Sandals. My work spans responsive interfaces, visual systems, product experiences and campaign creative - translating established brand identities into digital experiences that feel cohesive, expressive and purposeful.
"I care about small details and the bigger picture. The goal is always to make work that feels considered, expressive, and effortless to experience."
Work
Design
As my role evolved, I moved into broader digital design across web, mobile, e-commerce and campaign experiences for global brands including Adidas, Diesel, Spotify, Uber and Sandals. My work spans responsive interfaces, visual systems, product experiences and campaign creative - translating established brand identities into digital experiences that feel cohesive, expressive and purposeful.
"I care about small details and the bigger picture. The goal is always to make work that feels considered, expressive, and effortless to experience."
Work
Designing with AI
Designing with AI
Over the past 3 years, I’ve worked across digital design, campaign creative and AI-assisted workflows for clients including Google, Virgin, AA, Experian and Bissell. My work combines concept-led design with emerging creative technology, using tools like Pencil AI to explore ideas, develop visual directions and adapt creative across audiences, formats and markets while maintaining strong brand consistency and visual craft. strong visual standards and brand consistency.
Over the past 3 years, I’ve worked across digital design, campaign creative and AI-assisted workflows for clients including Google, Virgin, AA, Experian and Bissell. My work combines concept-led design with emerging creative technology, using tools like Pencil AI to explore ideas, develop visual directions and adapt creative across audiences, formats and markets while maintaining strong brand consistency and visual craft.
I see AI as one part of a broader creative process, alongside concept development, design thinking and human judgement. Through tools such as Pencil, I’ve explored how emerging technology can create more space for experimentation, iteration and scalable production, while keeping storytelling, art direction and visual quality at the centre. The aim is not simply to generate more, but to understand where technology can meaningfully extend the way ideas are developed and delivered.
I see AI as one part of a broader creative process, alongside concept development, design thinking and human judgement. Through tools such as Pencil, I’ve explored how emerging technology can create more space for experimentation, iteration and scalable production, while keeping storytelling, art direction and visual quality at the centre. The aim is not simply to generate more, but to understand where technology can meaningfully extend the way ideas are developed and delivered.
This work reflects how I use AI as an extension of the creative process rather than a replacement for it. By combining concept-led thinking with tools like Pencil, I can explore more directions, develop visual ideas more efficiently and adapt strong creative concepts across different formats and audiences. The focus remains on human judgement, storytelling and craft, with AI supporting the process by creating more space for experimentation, iteration and refinement.
Work
Figma Weave
An independent exploration into node-based generative workflows, testing how connected inputs, transformations and iterations can create a more structured and controllable way of working with AI. Rather than focusing only on final outputs, I used the project to understand how ideas could evolve through a sequence of connected stages and how small changes within the workflow affected the creative direction. The experiment helped me think about AI less as a single-use generation tool and more as a flexible creative system that can be shaped, refined and directed through design thinking.
"Anyone can generate an image. What interests me more is authorship. I approach AI generation the same way I approach design - with intention, restraint, and a clear point of view. My work focuses on detail, composition, and style, shaping outputs that feel considered rather than accidental."
"Anyone can generate an image. What interests me more is authorship. I approach AI generation the same way I approach design - with intention, restraint, and a clear point of view. My work focuses on detail, composition, and style, shaping outputs that feel considered rather than accidental."
Work
Illustration
I began illustrating at university, bringing my interest in hyperrealistic painting into a fully digital space. Working primarily in Procreate on iPad, I create detailed imagery that explores light, texture, and form, while also using illustration as a way to study structure, proportion, and visual hierarchy. The work spans from conceptual portraiture to anatomical studies, combining expressive style with careful construction.
I began illustrating at university, bringing my interest in hyperrealistic painting into a fully digital space. Working primarily in Procreate on iPad, I create detailed imagery that explores light, texture, and form, while also using illustration as a way to study structure, proportion, and visual hierarchy. The work spans from conceptual portraiture to anatomical studies, combining expressive style with careful construction.
I began illustrating at university, bringing my interest in hyperrealistic painting into a fully digital space. Working primarily in Procreate on iPad, I create detailed imagery that explores light, texture, and form, while also using illustration as a way to study structure, proportion, and visual hierarchy. The work spans from conceptual portraiture to anatomical studies, combining expressive style with careful construction.
I began illustrating at university, bringing my interest in hyperrealistic painting into a fully digital space. Working primarily in Procreate on iPad, I create detailed imagery that explores light, texture, and form, while also using illustration as a way to study structure, proportion, and visual hierarchy. The work spans from conceptual portraiture to anatomical studies, combining expressive style with careful construction.
